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The Only Bad Advertising Is No Advertising - Or Is It?

Depending on whom you ask, you will get told many "truths"
about advertising. The question I have for you today is this -
"Is the only bad advertising, no advertising?"

Before we begin, it might help us to agree on what advertising
is, so here's one definition:

"Advertising is the non-personal communication of an
individual's paid persuasive information regarding products, and
or services via various media."

In other words, someone is trying to "sell" us on something -
be it a product, or a service, or just picking up the phone.
Advertising is all about getting people to do something - well,
for the majority of us, it should be.

So, if advertising is about selling stuff, then perhaps we can
answer our question now: "Is the only bad advertising, no
advertising?" Of course not! You could create a really bad advert
that did a terrible job of selling? and that would easily be a
bad advert.

"Repetition, repetition, repetition!"

Is the battle cry of the ardent advertiser. "You must have
repetition to have an impact." Do you believe this? A healthy
dose of scepticism is always handy at a time like this. But
before you start patting yourself on the back thinking that
you're right I think you might want to hear this.

Repeating an advert works. Studies have shown conclusively
that a 'sale' regularly occurs between the fifth and eighth
exposure to a sales message (sure it can happen sooner, the point
is that one-hit-wonders are rare). So repeating an advert works -
BUT? and this is quite an important "but"? the advert must be
having an effect (or working) for the repetition to be
meaningful.

Flogging a Dead Horse

Permit me to explain. If your advert tanked on the first run
you may have a bad advert on your hands. You will need to think
carefully about what you do next. Experience tells us that this
might be a fluke or a freak of circumstances so it warrants at
least another run - may be two.

However, if the advert is not performing at all well after a
couple of exposures to your market place, exposing that advert
continuously will NOT (I repeat NOT) improve it. In this
instance, repetition is quite simply a waste of time and
money.

However, if your advert worked well then keep running the
advert. For how long you might ask? The answer to that is
actually very easy. Keep running performing adverts until the
numbers tell you to stop. That's right, let the sales numbers
tell you when that advert needs a rest.

Great Adverts Need A Vacation Too

Adverts are like people, they get tired and need a break. Just
because an advert eventually loses some steam doesn't mean that
after a suitable 'rest' it cannot go right back to work -
performing flawlessly. So how do the numbers tell you when to
pull the advert or give it a rest? When all the costs of running
the advert outweigh the sales the advert is bringing in. Remember
to take a more pragmatic view and consider the long term sales
value of a new client. In a previous article I explained that a
client you acquire has a 'lifetime value' not just a 'now-time
value'. Include the future sales this client will bring you when
deciding if the advert is no longer effective.

Size Does Matter!

So how big should your advert be? That's easy, it should be
'dominant'. After all, your advert is trying to do its first job
- CATCH ATTENTION! This is easier to achieve with a larger
advert. All things being equal on the page, the bigger ads get
more 'eye time' than the smaller adverts. As with all things
though, there are exceptions to the rules and a small advert
developed properly will outperform a big advert that is poorly
designed.

There are other advertising 'secrets' we copywriters have
learned that help us gain the edge when writing adverts. For
instance we know whether color makes a difference and when to
use it, we know which single color out performs all other
colors and why, and we know which fonts (yes fonts) make a
difference to an advert? but sadly I'm out of space again so
we'll have to save those tidbits for another time.

JAMES C. BURCHILL is a 20-year veteran entrepreneur and
information technology executive who now provides strategic
marketing consulting services to a select group of clients. He is
a published author, a passionate advocate of technology and the
Internet, as well as an avid study of classical advertising and
marketing strategies (which he uses during 'Internet alchemy'
experiments.) James is an expert in information and data
management, Internet marketing and online networking. A self
confessed 'information and technology enthusiast', James brings a
wide range of valuable skills to any venture. Of singular note is
James' ability to assimilate complex subject matter and produce
clean clear 'easy-to-understand' messages. James has been
interviewed many times and caused quite the media buzz when a
client 'double-dog-dared' him to prove you can get front page
coverage for $0. The details and that 'dumb stunt' are now part
of eBay legend. Currently James lives in Ontario, Canada with his
wife and family, their Siamese cat and one very nervous fish.
Visit http://www.JamesBurchill.com
for details.

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Depending on whom you ask, you will get told many "truths"
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